Future proof your organization with innovative techniques that turn customer data into insights, and insights into actions that drive business success.

As the business landscape evolves, establishing a customer-centric organization has become increasingly important to ensuring success. But, in order to do this, companies need professionals with the skills to turn the insights they gain from the immense volumes of consumer data available today into actions.

Gain the enhanced skills needed to understand customer expectations to improve decision-making in your organization in the Product Marketing: Research, Consumer Behavior and Analytics online short course from Medill at Northwestern University. Over six weeks, you will examine consumer buying habits and discover the underlying motivations that influence their relationship with a brand. You will also learn how to use exploratory, descriptive and predictive analytics to identify, target and engage customers to create more personalized product and service offerings. At the end of the course, you will walk away with the tools and techniques required to draw actionable insights from market research data, and develop a successful product strategy that will help drive business growth.

Is this course for you?

This course is designed to empower professionals across a variety of business functions with innovative techniques to turn consumer data into business insights that will help drive success. Individuals currently in a product marketing or market research role will hone and update their skills to improve performance in their role. Those with some experience working with market research and consumer data, and who are looking to make a career change into product marketing, will benefit from this course. Executives and leaders of small businesses that do not necessarily have a product marketing department and need to enhance their understanding of what drives their customer to inform their product strategy will also find value in this course.

What will set you apart

On completion of this course, you’ll walk away with:
The skills to build a data-driven decision-making plan using market research.
The ability to manage and grow customer loyalty through analyzing consumer behavior insights.
The tools to determine opportunities and trends in the market to strengthen your organization’s position and set yourself apart from your competitors.
In-depth knowledge of how digital technologies can be used in your company to anticipate customer expectations.
Unlimited access to 2U’s Career Engagement Network, offering you exclusive resources and events to support your professional journey and drive your career forward.